Patanjali Ayurved- the Guru and the Myth-Making
Myth-making is often considered a potent tool for marketers. In this study, we explore the process of myth-making by invoking the Guru-Shishya archetypical tradition to connect with the consumers along with an anti-globalization narrative to denaturalize foreign brands, and provides a consumption alternative by mystifying Ayurved/herbal products.
Bhupesh Manoharan and Krishanu Rakshit (2017) ,"Patanjali Ayurved- the Guru and the Myth-Making ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 150-150.
Bhupesh Manoharan, Indian Institute of Management Calcutta, Kolkata, India
Krishanu Rakshit, Indian Institute of Management Calcutta, Kolkata, India
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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